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Music Videos - Postmodernism

Jean Baudrillard - Theory Pastiche - To combine multiple elements in postmodern media this can be a parody of a past style or a homage. It can often reference pop culture as part of the narrative. e.g: Elements of pastiche is used in 'Billie Jean'. The music video has some features that the 'Singing in the rain' music video has e.g: the set design is similar, suggests that Billie Jean is the parody video. The character in singing in the rain (who is white) had more freedom than MJ (who is black) in his music video, MJ is being chased by police and a detective as he may or may have not kissed a girl. Ironic, as the central character in singing in the rain kissed a girl and can freely be with the girl.  Postmodern productions often blur the lines between good and evil, light and dark for both the viewers ad charters. Hyper reality - Is a condition in which reality has been replaced by simulacra. e.g: In Billie Jean, Michael Jackson throws the coin in the cup ...
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Advertisement worksheet - Score advert

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Advertising: Score case study and wider reading We have already studied the changing representation of women in advertising but there is no doubt that the portrayal of men and masculinity has also changed significantly too. Our first advertising CSP, the 1967 Score hair cream advert, provides a compelling case study for the representation of both men and women. Notes from the lesson and the blog task are below. Hypermasculinity in advertising Hypermasculinity is defined as: a psychological term for the exaggeration of male stereotypical behaviour, such as an emphasis on physical strength, aggression, and sexuality. Advertising in the 1950s-1980s often featured a hypermasculine representation of men – and some representations in the media today still continue this. Gelfer: Changing masculinity in advertising Joseph Gelfer, a director of masculinity research, suggests that the way masculinity is represented in advertising is changing. Looking at advertising over the...
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Teen Vogue offers a huge amount to discuss and write about for the concepts of audience and representation.

The exam could focus on anything from the changing nature of digital audiences to how certain groups or issues are represented in Teen Vogue online. Notes from the lesson Audience although the brand name suggests a teenage audience, the typical Teen Vogue reader has evolved in recent years. The move to more political content has broadened the appeal and changed the genre – young women now expect more from their media. The ‘Campus Life’ section in Lifestyle also suggests an older readership. However, the audience is still interested in celebrity content and beauty – which Teen Vogue addresses by featuring the ‘opinion leaders’ (two-step flow) of social media. Generations Generation X: Born between 1965 – 1980 Millennials / Generation Y: Born between 1981 – 1995 Generation Z (or iGen): Born 1996 – 2010 Teen Vogue: political positioning Teen Vogue generally takes a liberal, left-wing political stance and positions its readers to become active in their support: ...
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